Having had ApolloBet break off to do its own thing, many predicted a rocky year ahead for Boylesports. However, it would appear the exact opposite is true, with their sudden announcement they plan to buy £100m worth of shops that were put up for sale as a result of the Ladbrokes/Coral merger.
At Heads&Heads we saw the separation from Apollobet, the declining in website performance and offer value as a sure sign that Boylesports would be one to avoid in the near future. Although that may still be the case, this planned shop purchase shows strong intent. Boylesports wants to be a bigger presence in the UK market, and this attempted purchase represents their first expansion attempt outside of Northern Ireland and Republic of Ireland.
Certainly, the attempted purchase of 360 shops is a bold move! How will it affect us though? Many in the community believe the impact will be negative, with Boylesports bringing their traditionally hard line approach deeper to matched betting into the UK market. Here at Heads&Heads, we believe the opposite is true.
Bookmakers who are either new or traditionally operate in regions outside of the UK have always supplied below-par “welcome” and existing customer offers. The latter certainly applies to Boylesports. However, this renewed attempt to endear themselves to the UK market can’t simply rely on them popping up on your high street. Boylesports are smart enough to know that in order to get people buying into the Boylesports brand they first need to entice. It is when Bookmakers look to entice new markets that we Matched Bettors stand to benefit.
Time will tell as to whether Boylesports venture into the UK proves fruitful – for all involved.